Beruflich Dokumente
Kultur Dokumente
ADVERTISING AND
PROMOTIONAL CAMPAIGNS
from
advert
Disadvantages
Avoid
Avoid costly
costly mistakes
mistakes
Cost
Cost of
of measurement
measurement
Evaluate
Evaluate alternative
alternative strategies
strategies
Research
Research problems
problems
Increase
Increase efficiency
efficiency in
in general
general
Disagreement
Disagreement on
on
what
what to
to test
test
Determine
Determine ifif objectives
objectives are
are
achieved
achieved
Objections
Objections of
of creatives
creatives
Time
Time
What
What to
to test
test
Source
Source factors
factors
Message
Message variables
variables
Where
Where to
to test
test
Laboratory
Laboratory tests
tests
Field
Field tests
tests
Media
Media strategies
strategies
Budget
Budget decisions
decisions
How
How to
to test
test
Testing
Testing guidelines
guidelines
Appropriate
Appropriate tests
tests
When
When to
to test
test
Pretesting
Pretesting
Posttesting
Posttesting
14
Pretesting Methods
Laboratory
Field
Consumer Juries
Dummy Ad Vehicles
Portfolio Tests
On-air Tests
Physiological Measures
Theater Tests
Rough Tests
Concept Tests
Readability Tests
Comprehension and Reaction
Tests
Recall
Recall Tests
Tests
Association
Association
Measures
Measures
Tracking
Tracking
Studies
Studies
Methods
Methods
Single-Source
Single-Source
Systems
Systems
Recognition
Recognition
Tests
Tests
Inquiry
Inquiry Tests
Tests
22
24
25
26
QUANTITATIVE METHODS
Measuring
the
effectiveness
of
the
internet
ADVERTISING is done by variety of methods, most of
which can be done electronically.
27
28
29
30
31